When David Robinson – the founder of the East End charity Community Links - came to her PR company to talk about his vision: small actions x lots of people = BIG change, Eugenie was so inspired that she immediately left her job and joined him as a volunteer.
Galvanising a creative team of photographers, illustrators and copywriters to work collaboratively and for free, she created We Are What We Do, a brand and movement that she launched in September 2004 with the book Change the World for a Fiver.
We Are What We Do is a social change movement which aims to inspire people to use their simple everyday actions to change the world. The movement started life as a project from the East London charity Community Links and launched in September 2004 with the publication of the book Change the World for a Fiver. A sequel, Change the World 9 to 5 was published in September 2006. The two books have now sold more than one million copies worldwide. We Are What We Do runs a community programme which is based in Newham, and an education project for young people between the ages of 7-18 in partnership with the DCFS. We Are What We Do’s collaboration with the designer Anya Hindmarch on the I’m Not A Plastic Bag project has led to an increase in awareness about unnecessary plastic bag usage all over the world. The movement recently published Change the World at 35,000ft in collaboration with Virgin Atlantic and in June it will bring out a new Change the World book created by children and young people.
We Are What We Do aims to inspire people to use their simple everyday actions to change the world and while ‘changing the world’ might not be perceived as a simple thing, one of the strengths of the brand is that it captures people’s imagination, making them believe that every little action can make a difference.
Eugenie has been featured in the book Everyday Legends and she is constantly being invited to share her experiences about the challenges of setting up a business with a social purpose. She gives talks around the world to schools, businesses, charities and even groups of Brownies. Her enthusiasm and can-do attitude continues to inspire those around her.